Aileen Lukis
April 27, 2019
Porsche – Case Study
1: Before you read this case, did you believe that Porsche cars were meant to be driven every
day or only for special occasions? Explain your answer.
Before reading the Porsche Case Study, I do believe Porsche cars are meant to be driven every
day just like other cars, and not only for special occasions. There are different Porsche cars I see
people driving all the time in Miami, so that is why I would say it can be driven all the time.
Porsche cars represent a luxury social status, who would not want to show off their new Porsche
at their job parking lot or social event? I personally would not spend a significant amount of
money on a Porsche and not use it every chance I can get. Unless it was a Porsche sports car,
which would not be fit for a family. Once I read the case study I was surprised that from the
consumer’s perception the Porsche cars were just their weekend toys.
2: Since it was founded in 1911, the core of the Porsche brand was “outstanding engineering,
tradition, and versatility.” How does the “everyday magic” campaign fit within the core’s three
elements?
The “everyday magic” campaign fits within the core’s three elements: outstanding engineering,
tradition, and versatility. It enhances the core brand message by making it sound more appealing
for often use. The new campaign allows the consumer to contemplate what fun it would be to
drive the car every day. “Outstanding engineering” expresses the car’s reliability which is vital
for an everyday driver (Schiffman & Wisenblit, 2015). The price point is supported by
“tradition”, which is the solid brand reputation. “Versatility” encourages regular or daily use of
the car along with multiple other purposes of use (Schiffman & Wisenblit, 2015). The “everyday
magic” added to the campaign provides umbrella positioning to the Porsche brand and not just
the 911 sports car (Schiffman & Wisenblit, 2015). The statement demonstrates that Porsche
brand combines luxury and sporty, which is the best of both worlds- this creates a “magical”
driving experience.
3: Was the campaign designed to reposition Porsche 911? Explain your answer.
Yes, the campaign was designed to reposition Porsche 911. The intent of the new campaign
consisted of changing the brand or product perception in the mind of the consumer (Schiffman &
Wisenblit, 2015). The consumer’s perception on Porsche had to be repositioned because of the
general idea that the 911 can only be a race car or weekend toy- to seeing it as a vehicle that can
